Abstract:

Neuromarketing represents one of the strategies that a company can choose when creating effective advertising. It is a scientific discipline based on the combination of cognitive science and neuroscience included in marketing, the purpose of which is primarily to focus on consumer emotions. With this type of research, it is possible to use several tools that help capture the reactions of consumers when looking at an advertisement. Neuromarketing can be used in marketing research focused on the differences in consumers decision-making based on demographic factors, such as gender. The gender of consumers also affects different perceptions of neuromarketing. Therefore, the main aim of the paper is to determine the gender differences in consumers perception of neuromarketing. The most important sources for secondary data were scientific research, statistical databases, and published professional publications. In order to find out the perception of neuromarketing by consumers based on gender, a questionnaire survey was conducted. Based on the analysis and results of the questionnaire survey, it is obvious that there are some differences in consumers perception of neuromarketing based on their gender, especially in the area of perceived benefits and threats of neuromarketing. These findings can lead to better understanding of the decision-making process of the target segments and implementation of appropriate neuromarketing research.